Objectives

The company needs to turn its mission into detailed supporting objectives for each level of management. This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. (Marketing: An Introduction for Education Management Corporation, 41-43). The overall objective for Slim Pouch is to build profitable customer relationships creating a delicious, environmental energy drink for women. The first step is to set advertising objectives. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. (Marketing: An Introduction for Education Management Corporation, 386) Slip Pouch will be advertised in multiple gyms around the country such as Las Vegas Athletic Club and 24 Hour Fitness. There will be posters of the drink throughout the gyms. There will be a TV commercial and it will be played mostly on sports channels and cooking channels. Product line length is influenced by company objectives and resources. (Marketing: An Introduction for Education Management Corporation, 220).